Be wary, Black Friday deals aren't what they may seem

In many people's minds, Black Friday is the time where braving the crowds and the queues is worth it: it's the ultimate dream day of discounts.

However, shoppers who think they're getting the best bargains are sadly mistaken as research shows that deals in the weeks before and after Black Friday are actually much better.

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Comparison magazine Which? has found that retail giants such as Amazon, Argos and Currys actually sold some of their most sought after gadgets at lower prices in the weeks prior to Black Friday.

According to their research, 2015's Black Friday offers included deals 12% more expensive then they were in the three months leading up to the big event – and those who waited patiently until after the day had passed, could snap up deals with up to an extra 38% off.

So, was all that queuing for nothing then?

Potentially, yes. Which? tracked over 178 deals across various products and found that many stores increased their 'was' price to make you believe you were getting a better deal.

Pete Moorey, Which? head of campaigns, told the Sky News: 'Shoppers might be surprised to learn that only half of Black Friday deals are actually cheapest on Black Friday.

Getty ImagesDavid Ramos

'If you're thinking about starting your Christmas shopping around Black Friday, do your research as some 'deals' may not be all they are cracked up to be.'

But the shops are fighting back

The retailers targeted in Which?'s research responded to the research to defend their Black Friday antics.

A spokesperson for Currys said: 'We are proud to offer our customers fantastic deals all year round, with prices that are truly transparent and backed by our price promise.

'We fundamentally disagree with the approach taken by Which? in this report and comply fully with the Government's Pricing Practices Guidance, displaying a clear date from when the 'was' price was taken, allowing customers to make a fully informed decision.'

While Amazon argued that six of the eight products reviewed by Which? had the lowest price on Black Friday and insisted that they spread their deals out over several days to allow more people to take advantage.

If you can't resist the siren call of the shop window this Black Friday (25th November) though then it might pay to do some price-comparison research now.